Deepening Our Understanding of the Target Audience
Ajeng Savitri
1306439270
Deepening Our Understanding of the Target Audience and the Competition
After selecting the target audience we have to understand the them. There are several things we need to know to make them change their behavior. First, we have to know what make them want to do their usual behavior than changing it to the behavior that we will promote. Is there any benefit of their current behavior? And what cost do they see to do their current behavior? Second, we need to know their knowledge about the behavior that they doing, by that we have to convince them to change their behavior by increased their awareness, make demonstration booth, and also make a visible location to support our campaign. Third, we need to deliver the value of adopting the behavior we want them to do. What are the benefit and barriers of changing their behavior?
There are some models that can be used to explore the audience perspective: knowledge, attitudes, practices, and belief health belief model: perceived susceptibility, seriousness, benefit of taking action, barriers to taking action, and cues to action innovation diffusion model
Social cognitive theory: the benefit of do the behavior bigger than the cost, and the person must have a sense of personal agency with respect to perform the preventive behavior
Social norms: benefit of understanding perceived
Themes from all models: must have strong positive intention, has a skill necessary to perform, capable to perform behavior, etc.
We can define competition as follows:
The target audience rather choose other behavior than the behavior we are promoting
Behavior that they do everyday that they should give up
Organization who send messages that counter the desire behavior
There are 4 tactics to create competitive advantage, those are increase benefit of target, decrease barriers to target behavior, decrease benefit of the competing behavior, and increase barriers of the competing behaviors. We have to position the
1306439270
Deepening Our Understanding of the Target Audience and the Competition
After selecting the target audience we have to understand the them. There are several things we need to know to make them change their behavior. First, we have to know what make them want to do their usual behavior than changing it to the behavior that we will promote. Is there any benefit of their current behavior? And what cost do they see to do their current behavior? Second, we need to know their knowledge about the behavior that they doing, by that we have to convince them to change their behavior by increased their awareness, make demonstration booth, and also make a visible location to support our campaign. Third, we need to deliver the value of adopting the behavior we want them to do. What are the benefit and barriers of changing their behavior?
There are some models that can be used to explore the audience perspective: knowledge, attitudes, practices, and belief health belief model: perceived susceptibility, seriousness, benefit of taking action, barriers to taking action, and cues to action innovation diffusion model
Social cognitive theory: the benefit of do the behavior bigger than the cost, and the person must have a sense of personal agency with respect to perform the preventive behavior
Social norms: benefit of understanding perceived
Themes from all models: must have strong positive intention, has a skill necessary to perform, capable to perform behavior, etc.
We can define competition as follows:
The target audience rather choose other behavior than the behavior we are promoting
Behavior that they do everyday that they should give up
Organization who send messages that counter the desire behavior
There are 4 tactics to create competitive advantage, those are increase benefit of target, decrease barriers to target behavior, decrease benefit of the competing behavior, and increase barriers of the competing behaviors. We have to position the